Memetic Election Cycles in US Presidential Campaigns

Abstract

This article explores the concept of memetic election cycles, examining how memes have become a central tool in U.S. political campaigns since at least the 2008 Obama campaign. Through a review of key literature on political communication, participatory culture, and digital marketing, the study analyzes the evolution of memes as viral political content, but also as a viable means to mobilize the masses behind increasingly polarized political parties and campaigns. It highlights how campaigns such as those of Obama, Trump, Biden, and Harris leveraged memes not only for voter engagement but also as branding tools that shaped public perception. Using examples from recent election cycles, including the 2016 and 2020 U.S. presidential elections, the article discusses the role of memes as grassroots digital marketing and viral political advertising. Additionally, the research explores the potential influence of memes on voting behavior and the risks of disinformation. The findings suggest that memes serve as a hybrid form of digital folklore and marketing, influencing both electoral discourse and voter behavior.